Product Design: the MAD process, the product & the lessons we’ve learned in 2024

When I started MAD Shoes, I knew that I didn’t want to create just another shoe brand. The vision I had in mind was to create a testament of craftsmanship. I wanted each shoe to capture the artistry and dedication behind the creation, showcasing not only style but also the skill of the artisans behind the brand. The MAD Shoes brand is about creating something timeless and unique. And what better way to bring that vision to life than by starting with the classic stiletto pump?

An overview of the MAD process 

We started with the classic stiletto because it embodies versatility and elegance. It fits all women, all styles, and various occasions. Our first model - the MAD fuchsia pump- became the brand's centerpiece, despite the challenges of standing out in an oversaturated market. Our approach was to go niche. That being said, this year we put all of our efforts into: 

• Personalized design: refined styles based on customer feedback.
• Quality over quantity: prioritizing craftsmanship and building meaningful connections.
• Sustainable growth: intentional growth while maintaining exclusivity.

However, it was a process paved with both challenges and successes. As a new brand, we work with small batch productions, a process that comes with pros and cons: 

Pros:

• Quality control
• Customer-centricity
• Creative flexibility
• Sustainable growth

Cons:

• Slower scaling
• Higher production costs
• Inventory challenges
• Pressure to diversify 

More than a shoe brand…a testament of craftsmanship  

Every decision made since launching MAD Shoes was intentional. From the artisans we work with to the fabrics we select, our process is rooted in our three main values: quality, craftsmanship, and exclusivity. And we’re just getting started. MAD Shoes is a journey; a commitment to creating beautiful heels for women who want to look and feel authentic. We may be small, but we’re bold. Every mistake brings us closer to our purpose,  and every lesson learned is an opportunity to refine, push boundaries, and deepen our connection with our community.

Read more about the MAD process HERE. 

MAD Shoes vs. products in other industries

Did you know high-end brands focus on building an aspirational image that goes beyond the product itself? They create an experience that feels exclusive and irreplaceable, tapping into values like quality, heritage, and status. These tactics can be adapted on a smaller scale by any brand willing to think outside the box and prioritize building strong brand narratives and customer relationships. MAD Shoes shares a similar vision. 

We believe in the power of exclusivity, offering handcrafted, limited-edition designs that make every pair feel unique. Through storytelling, we celebrate the artistry and craftsmanship behind our MAD shoes, sharing the journey of artisans who bring each piece to life. Our focus on brand heritage reflects a commitment to timelessness and authenticity, ensuring our customers feel they’re investing in more than just a product but in a story they can carry with them. 

Every detail, from the softness of the leather to the intricate design of our accessories, is crafted to create a sensorial experience that resonates emotionally and elevates the every day to the extraordinary. In a recent article on this topic, we talked about what lies at the heart of luxury marketing, what brands inspire us, and how marketing campaigns across various industries can help us find new ways to create meaningful connections with our audience, elevate the story of the product, and position our brands as truly unique. 

Read more: MAD Shoes vs. products in other industries: marketing lessons from high-end product campaigns

MAD Shoes vs the lessons learned in 2024: a year of growth & discovery

To summarize what I’ve learned since launching MAD Shoes, all I have to say (for now) is that: 

• Product timelines are unforgiving: If you don’t plan ahead, production delays can completely derail your launch.
• Customer expectations are high: People want the product to look exactly as it does in photos and perform even better than advertised.
• Iteration is key: Even the best designs often need tweaking after the first prototype.
• Distribution is vital: Choosing the right partners for shipping and retail can make or break your product.
• Storytelling sells: People don’t just buy products - they buy the emotions, values, and story behind them.
• Mistakes are treasure maps: They’ll lead you to lessons you didn’t know you needed.

When I launched MAD Shoes, I thought I would nail the perfect design on the first go. Spoiler alert: I didn’t. Fashion isn’t static - it evolves. Trends change and customer preferences shift. That’s why iterative development is crucial. With every collection we launch, we tweak and refine. A year ago, we started with a classic stiletto pump in fuchsia color. Today, we experiment with innovative materials, introduce bold and understated colors, explore different heel heights, and reimagine timeless designs like slingbacks and ballerinas.

Contrary to what you see on our Instagram, 2024 has been a tough year for MAD Shoes. But I’m not complaining because every challenge turned into an opportunity for growth. Running a business is never a straight line, and as much as we love to share the highs, what happens behind closed doors is often a bit messier. We’ve faced supply chain issues, design setbacks, and marketing experiments that didn’t go quite as planned. And yet, we’re still standing strong because I’ve learned that: 

• Perfection is overrated
• Every setback is a lesson
• Teamwork matters
• Passion shows

When you genuinely love what you’re creating, that energy becomes contagious. Customers, collaborators, and even strangers can feel it. Passion can turn casual buyers into loyal fans.

Read more about MAD Shoes vs the lessons learned in 2024: a year of growth & discovery

Conclusion

Whether you’re running a services or product business, one thing’s for sure: learning never stops. And we’re just getting started. Despite the sometimes unbearable challenges, MAD Shoes is on the right track. It’s not easy, but nothing in life worth doing is easy anyway. It’s a journey about taking risks, trying new approaches, and learning from others who have paved the way before us.

Building a luxury brand involves more than just crafting beautiful shoes; it’s about creating an experience that resonates with people on a deeper level. From studying successful campaigns across industries to refining our own vision, every step we take is about pushing boundaries and staying true to our values.

We’re excited to bring fresh, innovative marketing strategies to MAD Shoes, inspired by the best in the luxury world, while always keeping an eye on what’s next. Our journey is just beginning, and we’re eager to continue learning, growing, and surprising our customers with memorable experiences.